LUMEE, the joint venture formed by Hasbro Entertainment and Animaj to tackle the digital monetization challenge for kids’ content, will represent a selection of family-focused advertising inventory across several Disney YouTube channels.
LUMEE is creating a centralized access point for advertisers seeking premium, brand-safe family content at scale on YouTube. It already features the Hasbro and Animaj inventories and the deal with Disney marks LUMEE’s first third-party alignment. The deal covers channels that reached more than 100 billion views on YouTube in 2025.
“By bringing together Disney, Hasbro, and Animaj, LUMEE delivers the ultimate trusted standard for family marketing on YouTube,” said Gregory Dray, chairman of LUMEE. “We’ve built a high-quality sanctuary where brands can connect with families at scale, backed by uncompromised safety and integrity.”
“Disney is committed to remaining a trusted storyteller for families—on YouTube and everywhere our stories and characters appear,” added Joe Blount, SVP of business operations at Disney Global Entertainment Networks. “This new agreement with LUMEE reflects our continued focus on expanding opportunities around brand safety and creating trusted, high-quality experiences for our audiences.”
Check out our podcast with Dray at Animaj from earlier this year when LUMEE was unveiled.
